Psychological factors
A person’s buying choices are further influenced by four important psychological factors: motivation, perception, learning, beliefs and attitudes.
A person’s buying choices are further influenced by four important psychological factors: motivation, perception, learning, beliefs and attitudes.
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A motive or drive is a need that is pressing to direct the person to seek satisfaction. psychologist have developed theories of human motivation. Two of the theories that I have learned during my marketing lesson are the their of Sigmund Freud and Abraham Maslow.
Freud’s theory teaches us that people are largely unconscious of the real psychological forces shaping their behaviour. He sees the person as growing up and repressing many urges. These urges are never eliminated or under control, they emerge in dreams in neurotic and obsessive behaviour.
Maslow has looked at why one person spends so much time and energy on personal safety and another on gaining the esteem of others. Maslow’s answer is that human needs are arranged in a hierarchy, from the most important to the least important needs.
Freud’s theory teaches us that people are largely unconscious of the real psychological forces shaping their behaviour. He sees the person as growing up and repressing many urges. These urges are never eliminated or under control, they emerge in dreams in neurotic and obsessive behaviour.
Maslow has looked at why one person spends so much time and energy on personal safety and another on gaining the esteem of others. Maslow’s answer is that human needs are arranged in a hierarchy, from the most important to the least important needs.
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Perception is the process by which people select, organise and interpret information to form a meaningful picture of the world. Everybody can form different perceptions of the same stimulus because of the three perceptual processes: selective attention, selective distortion and selective retention.
Learning describes changes in an individual’s behaviour through from experience.
A belief is a descriptive thought that a person has about something, for example a product. An attitude describes a person’s relatively consistent opines and feelings toward an object or idea.
Learning describes changes in an individual’s behaviour through from experience.
A belief is a descriptive thought that a person has about something, for example a product. An attitude describes a person’s relatively consistent opines and feelings toward an object or idea.
Hereby a description of how consumers personal characteristics and primary factors affect their buying decisions.
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